SlideShare ist ein Scribd-Unternehmen logo
1 von 18
Visual Communication:
‘The Rhetoric of the Image’
      Dr Jill Fernie-Clarke
          March 2012
http://www.telegraph.co.uk/culture/tvandradio/8068349/The-Only-Way-is-Essex-the-worst-address-in-
                                          England.html
Roland Barthes/ Semiotics
• http://www.aber.ac.uk/media/Documents/S4
  B/sem06.html
• http://98.131.80.43/home/wp-
  content/uploads/2011/06/barthes_rhetoricofi
  mage.pdf
• http://www.scribd.com/doc/13270483/Barth
  es-ImageMusicText
Denote/ Connote
Symbolic
Allegory and the Migration of Symbols
                                   The Collected Essays of Rudolf Wittkower
                                                 Rudolf Wittkower
 ‘For Rudolph Wittkower it was the fact that art communicated experience which made it a rewarding study, and
nothing fascinated him more than the way in which one culture picked up and transformed the images of another.’
Cultural Context
‘How does meaning get into the image? Where
  does it end? And if it ends, what is there
  beyond!’

         Roland Barthes ‘The Rhetoric of the Image ‘ in Image,
         Music Text 1977 p.32
‘Another difficulty in analysing connotation is
that there is no particular analytical language
corresponding to the particularity of its
signifieds - how are the signifieds
of connotation to be named ?’
Roland Barthes ‘The Rhetoric of the Image ‘ in Image, Music Text 1977 p.47
This common domain of the signifieds
  of connotation is that of Ideology, which cannot
  but be single for a given society and history, no
  matter what signifiers of connotation it may use.
To the general ideology, that is, correspond
  signifiers of connotation which are specified
  according to the chosen substance.
These signifiers will be called connotators and the
  set of connotators a rhetoric, rhetoric thus
  appearing as the signifying aspect of ideology.
Roland Barthes ‘The Rhetoric of the Image ‘ in Image, Music Text 1977 p.51
Visual communication jill_fernie-clarke_

Weitere ähnliche Inhalte

Andere mochten auch

Visual Rhetoric and Analysis (Workshop for UTD Writing Center)
Visual Rhetoric and Analysis (Workshop for UTD Writing Center)Visual Rhetoric and Analysis (Workshop for UTD Writing Center)
Visual Rhetoric and Analysis (Workshop for UTD Writing Center)Amanda Preston
 
barthes class pres
barthes class presbarthes class pres
barthes class presccslide
 
Roland barthes
Roland barthes  Roland barthes
Roland barthes emily1082
 
Death of the Author
Death of the AuthorDeath of the Author
Death of the AuthorMelissa Hall
 
The Death of the Author
The Death of the AuthorThe Death of the Author
The Death of the Authorbobcharley
 
Rhetoric in Graphic Design
Rhetoric in Graphic DesignRhetoric in Graphic Design
Rhetoric in Graphic Designbarbara_emanuel
 
Roland Barthes
Roland BarthesRoland Barthes
Roland Barthesshiyanil
 

Andere mochten auch (9)

roland Barthes
roland Barthesroland Barthes
roland Barthes
 
Visual Rhetoric and Analysis (Workshop for UTD Writing Center)
Visual Rhetoric and Analysis (Workshop for UTD Writing Center)Visual Rhetoric and Analysis (Workshop for UTD Writing Center)
Visual Rhetoric and Analysis (Workshop for UTD Writing Center)
 
barthes class pres
barthes class presbarthes class pres
barthes class pres
 
Visual Rhetoric
Visual RhetoricVisual Rhetoric
Visual Rhetoric
 
Roland barthes
Roland barthes  Roland barthes
Roland barthes
 
Death of the Author
Death of the AuthorDeath of the Author
Death of the Author
 
The Death of the Author
The Death of the AuthorThe Death of the Author
The Death of the Author
 
Rhetoric in Graphic Design
Rhetoric in Graphic DesignRhetoric in Graphic Design
Rhetoric in Graphic Design
 
Roland Barthes
Roland BarthesRoland Barthes
Roland Barthes
 

Ähnlich wie Visual communication jill_fernie-clarke_

George Rossolatos Semioticsof Popular Culture
George Rossolatos Semioticsof Popular CultureGeorge Rossolatos Semioticsof Popular Culture
George Rossolatos Semioticsof Popular Culture//disruptiVesemiOtics//
 
1Mai Hansford 2013! 1!the semiotic landscape!Ma.docx
1Mai Hansford 2013! 1!the semiotic landscape!Ma.docx1Mai Hansford 2013! 1!the semiotic landscape!Ma.docx
1Mai Hansford 2013! 1!the semiotic landscape!Ma.docxhyacinthshackley2629
 
Semiotics and information science
Semiotics and information scienceSemiotics and information science
Semiotics and information scienceFlorence Paisey
 
Intercultural training
Intercultural trainingIntercultural training
Intercultural trainingMichal Peretz
 
rb presentation .pptx
rb presentation .pptxrb presentation .pptx
rb presentation .pptxZaraGuvensen
 
Ronald Barths presentation
Ronald Barths presentationRonald Barths presentation
Ronald Barths presentationZaraGuvensen
 
Ethnography & Participant Observation
Ethnography & Participant ObservationEthnography & Participant Observation
Ethnography & Participant ObservationFerry Jaolis
 
Semiotics of Digital Interactions (1)
Semiotics of Digital Interactions (1)Semiotics of Digital Interactions (1)
Semiotics of Digital Interactions (1)KyleDavidson23
 
Language and media
Language and mediaLanguage and media
Language and mediaAhmed Faisal
 
Finalforwebsite libre
Finalforwebsite libreFinalforwebsite libre
Finalforwebsite libreUNAM ENAP
 
Craig brandist the bakhtin circle- philosophy,culture and politics [pluto pr...
Craig brandist  the bakhtin circle- philosophy,culture and politics [pluto pr...Craig brandist  the bakhtin circle- philosophy,culture and politics [pluto pr...
Craig brandist the bakhtin circle- philosophy,culture and politics [pluto pr...Fabiola Rodríguez Santoyo
 
Swami Vivekananda Essay. Essay written by swami vivekananda. Essay on Swami ...
Swami Vivekananda Essay.  Essay written by swami vivekananda. Essay on Swami ...Swami Vivekananda Essay.  Essay written by swami vivekananda. Essay on Swami ...
Swami Vivekananda Essay. Essay written by swami vivekananda. Essay on Swami ...Kimberly Balentine
 
1 .Лингвокультурология.pptx
1 .Лингвокультурология.pptx1 .Лингвокультурология.pptx
1 .Лингвокультурология.pptxMuxriddin1
 
Intercultural Dialogue: Efficient Construct of the Integrative Development of...
Intercultural Dialogue: Efficient Construct of the Integrative Development of...Intercultural Dialogue: Efficient Construct of the Integrative Development of...
Intercultural Dialogue: Efficient Construct of the Integrative Development of...yevtukh
 
Post-Structuralism Literary Theory..pptx
Post-Structuralism Literary Theory..pptxPost-Structuralism Literary Theory..pptx
Post-Structuralism Literary Theory..pptxAppleMarieFelisilda
 

Ähnlich wie Visual communication jill_fernie-clarke_ (20)

Cultural Turns
Cultural TurnsCultural Turns
Cultural Turns
 
George Rossolatos Semioticsof Popular Culture
George Rossolatos Semioticsof Popular CultureGeorge Rossolatos Semioticsof Popular Culture
George Rossolatos Semioticsof Popular Culture
 
1Mai Hansford 2013! 1!the semiotic landscape!Ma.docx
1Mai Hansford 2013! 1!the semiotic landscape!Ma.docx1Mai Hansford 2013! 1!the semiotic landscape!Ma.docx
1Mai Hansford 2013! 1!the semiotic landscape!Ma.docx
 
Semiotics and information science
Semiotics and information scienceSemiotics and information science
Semiotics and information science
 
Postmodernism, post-structuralism, and post-colonialism in IR
Postmodernism, post-structuralism, and post-colonialism in IRPostmodernism, post-structuralism, and post-colonialism in IR
Postmodernism, post-structuralism, and post-colonialism in IR
 
Intercultural training
Intercultural trainingIntercultural training
Intercultural training
 
rb presentation .pptx
rb presentation .pptxrb presentation .pptx
rb presentation .pptx
 
Ronald Barths presentation
Ronald Barths presentationRonald Barths presentation
Ronald Barths presentation
 
Ethnography & Participant Observation
Ethnography & Participant ObservationEthnography & Participant Observation
Ethnography & Participant Observation
 
Semiotics of Digital Interactions (1)
Semiotics of Digital Interactions (1)Semiotics of Digital Interactions (1)
Semiotics of Digital Interactions (1)
 
Masters thesis 2:2
Masters thesis 2:2Masters thesis 2:2
Masters thesis 2:2
 
Masters thesis 2:2
Masters thesis 2:2Masters thesis 2:2
Masters thesis 2:2
 
Language and media
Language and mediaLanguage and media
Language and media
 
Finalforwebsite libre
Finalforwebsite libreFinalforwebsite libre
Finalforwebsite libre
 
Craig brandist the bakhtin circle- philosophy,culture and politics [pluto pr...
Craig brandist  the bakhtin circle- philosophy,culture and politics [pluto pr...Craig brandist  the bakhtin circle- philosophy,culture and politics [pluto pr...
Craig brandist the bakhtin circle- philosophy,culture and politics [pluto pr...
 
Semiotics Essay
Semiotics EssaySemiotics Essay
Semiotics Essay
 
Swami Vivekananda Essay. Essay written by swami vivekananda. Essay on Swami ...
Swami Vivekananda Essay.  Essay written by swami vivekananda. Essay on Swami ...Swami Vivekananda Essay.  Essay written by swami vivekananda. Essay on Swami ...
Swami Vivekananda Essay. Essay written by swami vivekananda. Essay on Swami ...
 
1 .Лингвокультурология.pptx
1 .Лингвокультурология.pptx1 .Лингвокультурология.pptx
1 .Лингвокультурология.pptx
 
Intercultural Dialogue: Efficient Construct of the Integrative Development of...
Intercultural Dialogue: Efficient Construct of the Integrative Development of...Intercultural Dialogue: Efficient Construct of the Integrative Development of...
Intercultural Dialogue: Efficient Construct of the Integrative Development of...
 
Post-Structuralism Literary Theory..pptx
Post-Structuralism Literary Theory..pptxPost-Structuralism Literary Theory..pptx
Post-Structuralism Literary Theory..pptx
 

Mehr von GretaMedelyte

Social media communication_lecture_2012
Social media communication_lecture_2012Social media communication_lecture_2012
Social media communication_lecture_2012GretaMedelyte
 
Communication theory redraft
Communication theory redraftCommunication theory redraft
Communication theory redraftGretaMedelyte
 
Fashion as photograph
Fashion as photographFashion as photograph
Fashion as photographGretaMedelyte
 
A history of_advertising_lecture_1112_new
A history of_advertising_lecture_1112_newA history of_advertising_lecture_1112_new
A history of_advertising_lecture_1112_newGretaMedelyte
 
Media specificity level_5_lecture_final
Media specificity level_5_lecture_finalMedia specificity level_5_lecture_final
Media specificity level_5_lecture_finalGretaMedelyte
 
Defining the_avant-garde_p.p.2011
 Defining the_avant-garde_p.p.2011 Defining the_avant-garde_p.p.2011
Defining the_avant-garde_p.p.2011GretaMedelyte
 
Italian vernacular cinema
Italian vernacular cinemaItalian vernacular cinema
Italian vernacular cinemaGretaMedelyte
 

Mehr von GretaMedelyte (9)

Social media communication_lecture_2012
Social media communication_lecture_2012Social media communication_lecture_2012
Social media communication_lecture_2012
 
Communication theory redraft
Communication theory redraftCommunication theory redraft
Communication theory redraft
 
Fashion as photograph
Fashion as photographFashion as photograph
Fashion as photograph
 
A history of_advertising_lecture_1112_new
A history of_advertising_lecture_1112_newA history of_advertising_lecture_1112_new
A history of_advertising_lecture_1112_new
 
Media specificity level_5_lecture_final
Media specificity level_5_lecture_finalMedia specificity level_5_lecture_final
Media specificity level_5_lecture_final
 
Type lecture
Type lectureType lecture
Type lecture
 
Defining the_avant-garde_p.p.2011
 Defining the_avant-garde_p.p.2011 Defining the_avant-garde_p.p.2011
Defining the_avant-garde_p.p.2011
 
Italian vernacular cinema
Italian vernacular cinemaItalian vernacular cinema
Italian vernacular cinema
 
The auteur moodle
The auteur moodleThe auteur moodle
The auteur moodle
 

Kürzlich hochgeladen

Presentation by Andreas Schleicher Tackling the School Absenteeism Crisis 30 ...
Presentation by Andreas Schleicher Tackling the School Absenteeism Crisis 30 ...Presentation by Andreas Schleicher Tackling the School Absenteeism Crisis 30 ...
Presentation by Andreas Schleicher Tackling the School Absenteeism Crisis 30 ...EduSkills OECD
 
Interactive Powerpoint_How to Master effective communication
Interactive Powerpoint_How to Master effective communicationInteractive Powerpoint_How to Master effective communication
Interactive Powerpoint_How to Master effective communicationnomboosow
 
Activity 01 - Artificial Culture (1).pdf
Activity 01 - Artificial Culture (1).pdfActivity 01 - Artificial Culture (1).pdf
Activity 01 - Artificial Culture (1).pdfciinovamais
 
Arihant handbook biology for class 11 .pdf
Arihant handbook biology for class 11 .pdfArihant handbook biology for class 11 .pdf
Arihant handbook biology for class 11 .pdfchloefrazer622
 
Web & Social Media Analytics Previous Year Question Paper.pdf
Web & Social Media Analytics Previous Year Question Paper.pdfWeb & Social Media Analytics Previous Year Question Paper.pdf
Web & Social Media Analytics Previous Year Question Paper.pdfJayanti Pande
 
Ecosystem Interactions Class Discussion Presentation in Blue Green Lined Styl...
Ecosystem Interactions Class Discussion Presentation in Blue Green Lined Styl...Ecosystem Interactions Class Discussion Presentation in Blue Green Lined Styl...
Ecosystem Interactions Class Discussion Presentation in Blue Green Lined Styl...fonyou31
 
Call Girls in Dwarka Mor Delhi Contact Us 9654467111
Call Girls in Dwarka Mor Delhi Contact Us 9654467111Call Girls in Dwarka Mor Delhi Contact Us 9654467111
Call Girls in Dwarka Mor Delhi Contact Us 9654467111Sapana Sha
 
Kisan Call Centre - To harness potential of ICT in Agriculture by answer farm...
Kisan Call Centre - To harness potential of ICT in Agriculture by answer farm...Kisan Call Centre - To harness potential of ICT in Agriculture by answer farm...
Kisan Call Centre - To harness potential of ICT in Agriculture by answer farm...Krashi Coaching
 
The basics of sentences session 2pptx copy.pptx
The basics of sentences session 2pptx copy.pptxThe basics of sentences session 2pptx copy.pptx
The basics of sentences session 2pptx copy.pptxheathfieldcps1
 
1029-Danh muc Sach Giao Khoa khoi 6.pdf
1029-Danh muc Sach Giao Khoa khoi  6.pdf1029-Danh muc Sach Giao Khoa khoi  6.pdf
1029-Danh muc Sach Giao Khoa khoi 6.pdfQucHHunhnh
 
IGNOU MSCCFT and PGDCFT Exam Question Pattern: MCFT003 Counselling and Family...
IGNOU MSCCFT and PGDCFT Exam Question Pattern: MCFT003 Counselling and Family...IGNOU MSCCFT and PGDCFT Exam Question Pattern: MCFT003 Counselling and Family...
IGNOU MSCCFT and PGDCFT Exam Question Pattern: MCFT003 Counselling and Family...PsychoTech Services
 
Key note speaker Neum_Admir Softic_ENG.pdf
Key note speaker Neum_Admir Softic_ENG.pdfKey note speaker Neum_Admir Softic_ENG.pdf
Key note speaker Neum_Admir Softic_ENG.pdfAdmir Softic
 
SOCIAL AND HISTORICAL CONTEXT - LFTVD.pptx
SOCIAL AND HISTORICAL CONTEXT - LFTVD.pptxSOCIAL AND HISTORICAL CONTEXT - LFTVD.pptx
SOCIAL AND HISTORICAL CONTEXT - LFTVD.pptxiammrhaywood
 
Class 11th Physics NEET formula sheet pdf
Class 11th Physics NEET formula sheet pdfClass 11th Physics NEET formula sheet pdf
Class 11th Physics NEET formula sheet pdfAyushMahapatra5
 
Explore beautiful and ugly buildings. Mathematics helps us create beautiful d...
Explore beautiful and ugly buildings. Mathematics helps us create beautiful d...Explore beautiful and ugly buildings. Mathematics helps us create beautiful d...
Explore beautiful and ugly buildings. Mathematics helps us create beautiful d...christianmathematics
 
Student login on Anyboli platform.helpin
Student login on Anyboli platform.helpinStudent login on Anyboli platform.helpin
Student login on Anyboli platform.helpinRaunakKeshri1
 
APM Welcome, APM North West Network Conference, Synergies Across Sectors
APM Welcome, APM North West Network Conference, Synergies Across SectorsAPM Welcome, APM North West Network Conference, Synergies Across Sectors
APM Welcome, APM North West Network Conference, Synergies Across SectorsAssociation for Project Management
 

Kürzlich hochgeladen (20)

Código Creativo y Arte de Software | Unidad 1
Código Creativo y Arte de Software | Unidad 1Código Creativo y Arte de Software | Unidad 1
Código Creativo y Arte de Software | Unidad 1
 
INDIA QUIZ 2024 RLAC DELHI UNIVERSITY.pptx
INDIA QUIZ 2024 RLAC DELHI UNIVERSITY.pptxINDIA QUIZ 2024 RLAC DELHI UNIVERSITY.pptx
INDIA QUIZ 2024 RLAC DELHI UNIVERSITY.pptx
 
Presentation by Andreas Schleicher Tackling the School Absenteeism Crisis 30 ...
Presentation by Andreas Schleicher Tackling the School Absenteeism Crisis 30 ...Presentation by Andreas Schleicher Tackling the School Absenteeism Crisis 30 ...
Presentation by Andreas Schleicher Tackling the School Absenteeism Crisis 30 ...
 
Mattingly "AI & Prompt Design: The Basics of Prompt Design"
Mattingly "AI & Prompt Design: The Basics of Prompt Design"Mattingly "AI & Prompt Design: The Basics of Prompt Design"
Mattingly "AI & Prompt Design: The Basics of Prompt Design"
 
Interactive Powerpoint_How to Master effective communication
Interactive Powerpoint_How to Master effective communicationInteractive Powerpoint_How to Master effective communication
Interactive Powerpoint_How to Master effective communication
 
Activity 01 - Artificial Culture (1).pdf
Activity 01 - Artificial Culture (1).pdfActivity 01 - Artificial Culture (1).pdf
Activity 01 - Artificial Culture (1).pdf
 
Arihant handbook biology for class 11 .pdf
Arihant handbook biology for class 11 .pdfArihant handbook biology for class 11 .pdf
Arihant handbook biology for class 11 .pdf
 
Web & Social Media Analytics Previous Year Question Paper.pdf
Web & Social Media Analytics Previous Year Question Paper.pdfWeb & Social Media Analytics Previous Year Question Paper.pdf
Web & Social Media Analytics Previous Year Question Paper.pdf
 
Ecosystem Interactions Class Discussion Presentation in Blue Green Lined Styl...
Ecosystem Interactions Class Discussion Presentation in Blue Green Lined Styl...Ecosystem Interactions Class Discussion Presentation in Blue Green Lined Styl...
Ecosystem Interactions Class Discussion Presentation in Blue Green Lined Styl...
 
Call Girls in Dwarka Mor Delhi Contact Us 9654467111
Call Girls in Dwarka Mor Delhi Contact Us 9654467111Call Girls in Dwarka Mor Delhi Contact Us 9654467111
Call Girls in Dwarka Mor Delhi Contact Us 9654467111
 
Kisan Call Centre - To harness potential of ICT in Agriculture by answer farm...
Kisan Call Centre - To harness potential of ICT in Agriculture by answer farm...Kisan Call Centre - To harness potential of ICT in Agriculture by answer farm...
Kisan Call Centre - To harness potential of ICT in Agriculture by answer farm...
 
The basics of sentences session 2pptx copy.pptx
The basics of sentences session 2pptx copy.pptxThe basics of sentences session 2pptx copy.pptx
The basics of sentences session 2pptx copy.pptx
 
1029-Danh muc Sach Giao Khoa khoi 6.pdf
1029-Danh muc Sach Giao Khoa khoi  6.pdf1029-Danh muc Sach Giao Khoa khoi  6.pdf
1029-Danh muc Sach Giao Khoa khoi 6.pdf
 
IGNOU MSCCFT and PGDCFT Exam Question Pattern: MCFT003 Counselling and Family...
IGNOU MSCCFT and PGDCFT Exam Question Pattern: MCFT003 Counselling and Family...IGNOU MSCCFT and PGDCFT Exam Question Pattern: MCFT003 Counselling and Family...
IGNOU MSCCFT and PGDCFT Exam Question Pattern: MCFT003 Counselling and Family...
 
Key note speaker Neum_Admir Softic_ENG.pdf
Key note speaker Neum_Admir Softic_ENG.pdfKey note speaker Neum_Admir Softic_ENG.pdf
Key note speaker Neum_Admir Softic_ENG.pdf
 
SOCIAL AND HISTORICAL CONTEXT - LFTVD.pptx
SOCIAL AND HISTORICAL CONTEXT - LFTVD.pptxSOCIAL AND HISTORICAL CONTEXT - LFTVD.pptx
SOCIAL AND HISTORICAL CONTEXT - LFTVD.pptx
 
Class 11th Physics NEET formula sheet pdf
Class 11th Physics NEET formula sheet pdfClass 11th Physics NEET formula sheet pdf
Class 11th Physics NEET formula sheet pdf
 
Explore beautiful and ugly buildings. Mathematics helps us create beautiful d...
Explore beautiful and ugly buildings. Mathematics helps us create beautiful d...Explore beautiful and ugly buildings. Mathematics helps us create beautiful d...
Explore beautiful and ugly buildings. Mathematics helps us create beautiful d...
 
Student login on Anyboli platform.helpin
Student login on Anyboli platform.helpinStudent login on Anyboli platform.helpin
Student login on Anyboli platform.helpin
 
APM Welcome, APM North West Network Conference, Synergies Across Sectors
APM Welcome, APM North West Network Conference, Synergies Across SectorsAPM Welcome, APM North West Network Conference, Synergies Across Sectors
APM Welcome, APM North West Network Conference, Synergies Across Sectors
 

Visual communication jill_fernie-clarke_

  • 1. Visual Communication: ‘The Rhetoric of the Image’ Dr Jill Fernie-Clarke March 2012
  • 3. Roland Barthes/ Semiotics • http://www.aber.ac.uk/media/Documents/S4 B/sem06.html • http://98.131.80.43/home/wp- content/uploads/2011/06/barthes_rhetoricofi mage.pdf • http://www.scribd.com/doc/13270483/Barth es-ImageMusicText
  • 6.
  • 7.
  • 8.
  • 9. Allegory and the Migration of Symbols The Collected Essays of Rudolf Wittkower Rudolf Wittkower ‘For Rudolph Wittkower it was the fact that art communicated experience which made it a rewarding study, and nothing fascinated him more than the way in which one culture picked up and transformed the images of another.’
  • 11.
  • 12. ‘How does meaning get into the image? Where does it end? And if it ends, what is there beyond!’ Roland Barthes ‘The Rhetoric of the Image ‘ in Image, Music Text 1977 p.32
  • 13.
  • 14.
  • 15. ‘Another difficulty in analysing connotation is that there is no particular analytical language corresponding to the particularity of its signifieds - how are the signifieds of connotation to be named ?’ Roland Barthes ‘The Rhetoric of the Image ‘ in Image, Music Text 1977 p.47
  • 16.
  • 17. This common domain of the signifieds of connotation is that of Ideology, which cannot but be single for a given society and history, no matter what signifiers of connotation it may use. To the general ideology, that is, correspond signifiers of connotation which are specified according to the chosen substance. These signifiers will be called connotators and the set of connotators a rhetoric, rhetoric thus appearing as the signifying aspect of ideology. Roland Barthes ‘The Rhetoric of the Image ‘ in Image, Music Text 1977 p.51